An employer brand that sparks imaginations for the LEGO Group.

We constructed an employer brand the LEGO® way.

We dived right in – thinking differently, playing with ideas and creating something amazing one piece at a time.

We started by creating content that built up our knowledge of the LEGO Group and their people. This included everything from social videos and candidate packs to office tours and a global colleague photography competition.

Just imagine

This is the heart of the employer brand. It encourages candidates to imagine endless career possibilities with the LEGO Group. To imagine unexplored pathways and new ideas every day. To imagine creating their dream career – and then joining and making it all real.

It’s made of lots of different elements.

To deliver our message, we put their people at the heart of things. We worked with the LEGO Group’s design and brand teams to create Saturn’s rings that bring key parts of the culture and working experience to life.

It’s all built around a clear EVP and six pillars that align perfectly with the LEGO® values.

We invited loads of ambassadors to come and play.

This had to be about their people, so we’ve built up a global community of LEGO® ambassadors. We’ve run photoshoots around the world and captured video to add into Just imagine. And we’ve equipped them with everything they need to tell their stories themselves.

And we’ve built all kinds of awesome things.

Just imagine has come to life in everything from LinkedIn banners, candidate comms and Instagram filters to recruiter guides and LIVE: Behind the Bricks – a very popular live event series.

We’ve created a brand new careers site.

Lego.com/careers is the biggest, brightest and most fun careers website the LEGO Group has ever had. It’s bursting with information, advice and their awesome colleagues.

We’ve created target value propositions, too.

Some parts of the LEGO Group have distinct audiences to speak to and different offers to make. So we’ve developed TVPs for Digital Technology, Customer Service, China, LEGO® Education and LEGO® manufacturing in the Czech Republic.

Each TVP includes::

• a defined offer for candidates
• tailored versions of the attributes and proposition
• unique Just imagine messaging.

We’ve also created a bespoke Saturn’s ring for Digital Technology and Customer Service, and a different but complementary creative look for LEGO® Education.

The difference Just imagine is making.

Three years old and still growing, the LEGO Group’s employer brand has made an impact in all kinds of ways, all over the world. Here are some of our favourite highlights.

• Over 350 colleagues attended employer brand advocacy workshops to learn about the employer brand and how to share the story.
• Our Instagram filter has been used over 1,200 times!
• 57,603 views of our LIVE Behind the Bricks event episodes 
• The LEGO Group has been awarded Glassdoor’s ‘Best Place to Work’ in 2024 and 2025.
• Our Thought Leader ads have delivered a clickthrough rate of 3.94% and a cost-per-click of 64p, compared to 0.45% and £3.04 for regular boosted posts.